Scaling Consumer Mobile App User Acquisition
Unprofitable Apple Search Ads and Meta UA campaigns with 30-day drop-off.
4.5x
Return on Ad Spend (ROAS)
+180%
Improvement in 90-day retention
Illustrative growth trajectory
The Situation
Where things stood before we started
A consumer productivity app was spending aggressively on Apple Search Ads and Meta with reported ROAS that looked reasonable in-platform, but nearly a third of acquired users churned within 30 days — long before their lifetime value could repay acquisition cost. Budget kept getting approved against the wrong number.
The Approach
The SaasBliss solution
Full performance marketing refresh with dynamic video hooks paired with usage-based win-back sequences.
- 1
Rebuilt creative around a UI-first hook engine tested weekly against fresh cohorts
- 2
Shifted budget allocation from last-click ROAS to 30-day LTV-informed bidding
- 3
Triggered win-back pushes automatically once usage dropped below a set threshold, before day-30 drop-off
The Results
What changed
4.5x
Return on Ad Spend (ROAS)
+180%
Improvement in 90-day retention
Key takeaway
Optimizing to last-click ROAS was rewarding campaigns that acquired users who churned fast. Rebuilding the bidding model around 30-day LTV — and catching churn risk before day 30 with usage-triggered win-back pushes — turned the same budget profitable.
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Every case study started with the same first step: a Growth Audit mapping where revenue was leaking.